News of BTS’s world tour has already stirred global excitement.
BTS will release their fifth studio album on March 20 and embark on a large-scale world tour. This marks their first major concert since the ‘BTS PERMISSION TO DANCE ON STAGE,’ which concluded in Las Vegas in 2022, drawing significant attention.
On the 14th, the tour poster revealed the tour locations. BTS will kick off the tour with three days of performances at Goyang Sports Complex on April 9 and 11-12, followed by 79 shows across 34 cities in North America, Europe, South America, and Asia. Additional dates in Japan and the Middle East are expected to further expand the tour’s scale.
Host cities and global brands quickly reacted to the tour announcement. Las Vegas, the host city for their last tour, welcomed BTS back by declaring, “Purple is more than a color in Las Vegas. ‘Borahaegas’ (a blend of ‘Borahae’ and ‘Las Vegas’) is back.”
In July, BTS will perform for two days at the Tottenham Hotspur Stadium in London. Tottenham Hotspur’s Korean account humorously highlighted their shared initials with BTS as a “destiny” and gave a ‘shout-out.’
Various brands responded as well. McDonald’s, which previously launched a collaboration menu, expressed excitement with an image of purple-gloved hands forming a ‘K-Heart,’ stating, “See you in the ticket queue.”
Similarly, global burger brand Shake Shack announced, “A menu for the tour is ready,” linking its products with the tour.
BTS’s world tour functions as a global event, engaging cities, brands, and cultures worldwide. In 2022, Las Vegas and Busan hosted ‘THE CITY’ projects, which spurred town-wide events before and after concerts, enhancing experiences in shopping, entertainment, F&B, and lodging.
This organic content-sharing from tour locations, calling BTS back, proves their tour is perceived as a cultural phenomenon.
Meanwhile, on the 16th, BTS unveiled ‘Arirang’ as the title of their fifth album. As ‘Arirang’ is a famous Korean folk song, there is keen interest in how BTS will interpret this traditional song.
Image source: Xportsnews, Big Hit Music, Official Accounts
